August 4, 2023 4 minutes read

This episode of DCC features Shaina Jagtiani a true communications maestro who has a background that weaves together the realms of advertising, media, marketing, and branding. As the Head of Communications in PR, Shaina is redefining the perception of museums, showcasing them as engaging spaces of ideas, storytelling, and cultural exchange. 


Shaina Jagtiani, currently working at the Museum of Art and Photography in Bangalore, holds the position of Head of Communications in PR. Her journey has been diverse and exhilarating, with a background primarily in advertising, media, marketing, and branding. After completing her MBA with a specialization in marketing, Shaina ventured into the advertising industry, contributing her expertise to various ad agencies and media houses of all scales. Throughout her career, she has had the opportunity to work with a wide range of brands, from startups to multinational corporations, playing key roles in tasks as small as creating logos to defining comprehensive marketing strategies. The recent opening of the physical museum in February marked a significant shift in her career, leading her to a public-facing institution that welcomes visitors and audiences daily. Shaina’s vast exposure and experiences have undoubtedly shaped her into an accomplished professional in the dynamic world of communications and PR.

First Interaction with data

Shaina ‘s first encounter with data occurred during her early years at an advertising agency. The agency utilized a proprietary tool to measure various aspects of brands, such as their approachability, warmth, and aspirational value. Engaging in market research for their clients, they gathered crucial data points and inputted them into this tool to visualize and analyze the brand’s positioning. The data-driven insights obtained through this process played a significant role in shaping marketing strategies, guiding decisions on what the brand stood for and how it could effectively engage and sustain its audience. Despite being many years ago, this experience left a lasting impression on Shaina, demonstrating the power of data in understanding brand perception and enhancing brand interaction. It marked the beginning of her journey in leveraging data to gain meaningful insights, a skill she continues to apply in her current role at the Museum of Art and Photography, where data plays a crucial role in understanding and connecting with their audiences and visitors.

Important metrics to track

Shaina emphasizes the significance of data collection and integration at the Museum of Art and Photography (MAP), particularly as a young institution. Her team is continuously working to strengthen their data collection methods and streamline the process. She outlines several crucial metrics that they track to gain insights into their audiences and visitors.

Firstly, she monitor the number of daily visitors through ticket sales, enabling her to understand footfall trends and visitor patterns. She also have robust analytics for their website, which she review on a weekly basis. This includes tracking the most viewed exhibitions, pages, and events, as well as visitor interactions.

In their digital marketing efforts, she utilize data extensively to measure the effectiveness of their ad campaigns. This involves tracking metrics such as conversion rates, click-through rates (CTR), cost per click (CPC), and other relevant data using tools like Google Analytics and tag managers. The landscape of digital marketing is constantly evolving, so Shaina stresses the need to stay updated with innovations and changes in the field.

She highlights the importance of tracking all touchpoints with their audiences and visitors, which encompass social media platforms, YouTube, website interactions, and physical visits to the museum. The team aims to capture as much data as possible, recognizing that there is always room for improvement.

For MAP, Google Analytics is an essential tool. Its versatility allows them to analyze data in various ways, gaining valuable insights into their website’s performance, event registrations, and ticket sales. As their website serves as a critical hub for audience engagement, continuous monitoring of its performance is paramount to their success.

Magic feature/tool

haina expresses a desire for increased transparency, which may not be directly related to data. However, she also discusses her dream of expanding the scope and customizing analytics to specific needs. Instead of working within pre-existing systems, she envisions having the option to input personalized parameters for a more tailored and effective approach to data analysis and metrics. This dream metric or tool would empower organizations to gain deeper insights and make more informed decisions based on their unique requirements and objectives.

AI in PR and Communications field

Shaina acknowledges that new technologies, including AI, can be met with skepticism when first introduced. As custodians of art and knowledge at the museum, they approach the use of AI with caution, recognizing the importance of preserving the unique essence of the art world and human touch in design. However, they have started exploring the use of AI, particularly in simpler tasks, and are evaluating its potential applications in their industry.

Despite their careful approach, Shaina foresees that AI will play a significant role in communication, becoming a powerful tool, especially for content creation. While they are currently using AI primarily for content-related tasks, Shaina believes that AI’s impact will extend to images and videos in the future. She sees AI adoption becoming widespread, eventually touching every industry, including the realm of communications and public relations. AI’s ability to enhance content creation, image processing, and video production makes it a technology that is likely to reshape the way organizations approach communication strategies and engage with their audiences.

PR as Marketing Mix

Shaina emphasizes the integral role of Public Relations (PR) as a vital component of the marketing mix. She highlights how PR serves as a means to disseminate a brand’s vision to a widespread audience, making it a powerful tool in communication and marketing strategies. While marketing and communications originate from the organization, PR plays a pivotal role in spreading the message effectively to a broad base of the audience. It acts like a wildfire, ensuring the brand’s outreach extends far beyond the targeted audience. At the museum, they have experienced the positive impact of PR, receiving significant coverage and a warm reception. In the broader landscape of marketing and communications, PR holds tremendous importance, contributing to the overall success and visibility of a brand or institution.

My Two cents

Shaina offers valuable advice to the younger generation, emphasizing the importance of staying updated with the latest trends in their respective fields. She suggests engaging in extensive reading, watching videos, attending workshops, and participating in seminars to keep up with the dynamic and ever-changing landscape. Networking plays a crucial role in this pursuit, enabling individuals to stay connected with industry developments. Shaina’s key message for the younger generation is to be prepared for hard work, as staying relevant and informed demands continuous effort and dedication. By actively pursuing knowledge and remaining committed to ongoing learning, aspiring professionals can equip themselves with the tools to succeed in their careers.